QR Codes Revisited
Recently I attended a digital conference and one of the speakers (a digital agency business development person) talked at length about the future of mobile being QR codes. I was very Canadian like and didn’t challenge his vision, but he is very wrong about QR codes, and this blog post addresses his lack of information. What he failed to realize is that in order for QR code readers (the native application that is stored locally on your mobile) to reach critical mass is that these readers must be pre-loaded by the handset OEM or the carrier. We’ve learned from shortcodes that applications must be cross carrier. It’s a major feat to convince a single carrier, it’s an even bigger hurdle to convince other carriers and device manufacturers to support this application. QR codes, as many people know them (take a picture, send as an MMS or via the app, receive a URL/Offer/Contest Entry) will NEVER REACH MASS unless there’s a movement by the carriers and OEMs to pre-load the apps. Another challenge to the QR code world is that many QR codes can only be read by certain QR code readers. If you’ve installed a reader on your mobile, don’t expect it to work with all codes.
And what about the utility of these readers?
To me the other shocking bit of this unnamed speaker was his example of the best use of QR code readers, which was opening up a URL to a mobile internet site. Really? That’s it! If we can overcome the barrier of installation, surely there must be something better than visiting a mobile internet site. From a consumer perspective there should be more to the app than this. I would agree that a QR code reader that is part of a larger application has a much better chance of having staying power. For example, an application where an office manager can scan a UPS package that informs him/her of the delivery history, a curious shopper that scans in-store POS to have a sample mailed to their home while downloading a recipe, or better yet, have the app detect their location and deliver pricing information from other retailers (though I’m not sure the retailer would like this feature).
What are some alternatives?
Not all solutions require QR codes, many applications can use image recognition technology where the user can simply take a picture of the product. Even better, some technology solutions do not require an application download. I still find it baffling that many brands that have never run an SMS campaign are deciding to use QR code campaigns like Vespa Canada, CBC’s promotion of the show “The Border” and most recently a Microsoft campaign with Canadian Business Magazine. Granted SMS does have limitations, however in this world of precise measurement and accountability, I’d much rather choose a medium with wider adoption than limited QR code reach type campaigns.
For those QR code lovers who will undoubtedly fire back I offer this regarding QR codes:
• If we can get a carrier or large OEM to pre-install readers and build-in more utility than shortcuts to URLs I will get close to jumping on the bandwagon
• QR codes do offer a worthy alternative to expensive shortcodes
• Mobile terminated QR codes are much better use of the technology for mobile tickets and coupons
